For the 2013 NBA Playoffs, the New York Knicks, along with their agency Movement Strategy, have launched an Instagram experience online and in-arena at Madison Square Garden. Building off the popularity of the #KnicksTape hashtag, which went viral throughout the regular season with over 175,000 user generated photos, the Knicks have created a microsite — Knickstagram.com — where all fan photos from around the world posted on Instagram using the #KnicksTape and #Knicks hashtags are aggregated and displayed on a digital map in real-time.
On the site, fans can navigate through a map of each of the five boroughs that will show photos from the Knicks fans who reside there — then zoom out to see photos from fans in all of NYC and around the world. In addition, at each Knicks home playoff game at Madison Square Garden, #KnicksTape photos will be shown live throughout the games on the center-hung scoreboard, GardenVision, giving fans in the arena a chance to see their photos on the big screen.
